Top 21 Chinese KOLs and Influencers + Guide for Campaign I 2024
For anyone working in the Chinese marketing industry, or anyone looking to enter the market, the term KOL (Key Opinion Leader) will pop up in virtually every other conversation. More commonly known as ‘influencers’ internationally, KOLs are individuals who command sizeable followings on social media and can use those followings to help brands gain exposure, or directly sell products.
According to E-marketer, spending on China’s shopping apps reached 1.53 trillion US Dollars!
So in 2024, it’s not just Weibo and WeChat influencers who have much work to do – it’s also influencers from mobile apps such as Douyin (Chinese Tiktok), Weitao (Blogging site of Taobao), and Red (Xiaohongshu) who may not have a Weibo or WeChat account, who will be greatly involved in the promotional campaigns of brands.
However, the world of Chinese influencers can often seem opaque and difficult to navigate, both for newcomers and the already initiated. That’s why we’ve come up with our list of top Chinese KOLs for 2024.
How Can Chinese KOLs Help Your Business in 2024?
Influencer marketing all around the world is booming, but the scale of KOL marketing in China, and the diversity of consumer engagement options available, is unique. The Influenceur economy has reached more than 100 billion yuans in 2023. China’s influencer marketing is booming, shifting from text and photos to live streaming, social commerce, and short videos. Moreover, trust in KOLs remains higher in China than in other Asian markets.
In China, livestreams are incredibly popular, with KOLs either filming in studios or livestreaming their ‘daily lives’ to instantaneously interact with their fans. Short videos and vlogs allow KOLs to inject their own creativity into a brand’s marketing.
Whereas traditional ads are usually disruptive – placed before or between content – KOL endorsement allows the ad to be a part of the content.
“From the consumer perspective, KOL marketing has become the most preferred marketing channel.” – from Statista.
Research from Rakuten suggests almost 4 in 5 online shoppers aged between 35 and 44 made a purchase directly because of KOL endorsement. And in 2022, 67% of consumers admitted to buying products endorsed by KOLs in order to copy their lifestyle.
More recently, Statista and Rakuten Insights came together to create this statistic in May 2023 about the major reasons for purchasing a product endorsed by influencers in China.
- 47% bought the product because they were convinced by the promotion from the influencer.
- 39% because they like and trust the influencer, and thus would purchase whatever the KOLs promote.
- And 12% declared they would have bought the product anyway, regardless of who was promoting it.
This shows that for 86% of the people, KOLs/Influencers are the reason the sale happened!
CAREFUL: As big as this industry is, there are some scams and fraudulent activities. According to Statista, in 2023 around 45% of what is called “Invalid KOLs followers” were detected among some of the most popular social media platforms in China. Influencer fraud can include fake followers, pretending to have more engagement than they do, posting fake sponsored content, and running fake giveaways. These tricks can end up costing companies a lot of money.
Different Types of Chinese KOLs Tiers and Their Results
With over 10 million KOLs and Influencers in China, they have been categorized into groups to better understand and find the right one for your brand.
They are classified based on follower counts, so the size of their audience, and then into industries (see our recommendations of platforms by industries and of Top KOLs by industries below).
In terms of audience reach, there are 5 categories:
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MEGA KOLs
They are the kings and queens of social media with over 10 million followers. Often they get to this point because their popularity already exists for something else than influence alone (for example celebrities, actors, and singers fall into this category). This allows them to have a very large audience and reach lots of people quickly. But, based on the product or partnership you are looking for they aren’t always the best choice. They do offer a high visibility but popularity doesn’t always mean influence.
Indeed, they are not into any particular niche audience, their followers aren’t there for their particular expertise in product recommendations. These would be more interesting for brand awareness than for conversion and purchase.
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TOP-tier KOLs
Holding between 1 to 10 million followers, they are the number #1 target for their industries. Top-tier influencers are experts in specific industries with a very broad niche audience. Their reputation for expertise and trustworthiness means that brands often turn to them for partnerships that drive both credibility and sales.
These influencers are more than just popular figures; they set trends and can influence consumer behavior on a large scale. However, due to their extensive reach and the strong connection with their audience, the cost of collaborating with these influencers can be very high for smaller companies.
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MID-tier KOLs
Going down the pyramid we find Mid-tiers KOLS, from 500,000 to 1 million followers maximum, allowing them to have an even more targeted niche audience. They also share deeper connections with their fanbase and understand them greatly.
Their audience and content are more specific, which means that a Mid-tier influencer being a fit for your product will lead to more sales across their overall followers. You can directly target a relevant customer base, increasing the percentage of conversions and purchases.
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MICRO KOLs
Finally, a Micro Key Opinion Leader typically has between 100,000 and 500,000 followers. Similar to mid-tier KOLs, they command a devoted and engaged fan base, often within very specialized niches.
Their more intimate follower count allows them to build strong trust and credibility thanks to a personalized and relatable approach!
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NANO KOLs
But KOLs aren’t the only influencers that can help your business… In a world where e-commerce is more powerful than ever, we’ve seen a new branch of influencers popping up, more authentically: Nano KOLS or KOCs…
See more below ⬇️
What is the difference between KOLs and KOCs in China?
KOCs are the influencers with a follower count ranging from 20,000 to 50,000. They aren’t really influencers but more trusted fellow consumers. That’s why they are called Key Opinion Consumers.
They are relatable and authentic people sharing some of their life and tips. They aren’t doing it for popularity or to make it their profession and thus they easily gain the trust of their followers. Their audience base sees them as peers and not as celebrities.
They don’t put much effort into the quality of their content because it is often “on the spot” reviews or recommendations for products they use themselves. They will share if products are worth buying or not, and what the outcomes they got from using them are, most honestly and directly possible.
“KOCs are the digital age’s version of good old word-of-mouth marketing. They’re not selling a dream; they’re sharing their reality.” – WPIC
For brands, KOCs are a cost-effective channel to stay connected with the audience, it’s a direct and honest way to stay in touch and listen to their audience’s needs.
Read more about KOCs and how they are taking over
As you understand it, KOCs are different from KOLs and their multiple levels. Each has its good points based on what you are trying to achieve. But you don’t have to choose necessarily, for a complete Influence Marketing Campaign: USE BOTH.
CASE STUDY: Perfect use of both Chinese KOLs and KOCs
Have you heard of VersaGripps ?
It’s a top brand in functional fitness accessories. When entering the highly competitive Chinese fitness market, they had to differentiate themselves from the many other fitness brands fighting for attention. The company needed a strategy that would not only capture the interest of fitness enthusiasts but also encourage product adoption and build lasting brand loyalty.
Their strategy combined the best of both worlds.
Versa Gripps teamed up with professional trainers and fitness KOLs to demonstrate how their products could improve customized workout routines. These fitness influencers, with their strong online presence and impressive physical appearance, effectively drew attention and excitement around the brand.
Then they also collaborated with Key Opinion Consumers (KOCs), who shared their personal experiences and user-generated content. These everyday fitness enthusiasts played a crucial role in building community engagement and trust. By sharing authentic stories, they helped Versa Gripps feel more like a supportive community than just a brand.
The result was a well-rounded marketing strategy. The KOLs generated interest and enthusiasm, attracting a wide audience, while the KOCs provided the credibility and personal connection needed to turn that buzz into real sales.
Strategies: Best practices with Chinese KOLs
Influencer marketing is a great way for brands to connect with their audience and increase engagement. Here are the most popular strategies and HI-COM Agency Tips for greater results!
#1 Paid collaborations with influencers
This involves paying influencers to create content that promotes your brand or products. This can be an article, video or story in which the influencer talks about or uses your product. As influencers already have a trusted audience, this strategy can help your brand reach more people, build trust, and drive sales. Many brands find this approach to be the most effective.
As we’ve explained previously, this will mostly concern KOLs as you pay them to promote the product you want and how you want it.
#2 Send free products to influencers
This strategy involves offering free products to influencers and letting them share their thoughts and experiences with their followers. This approach works well because it feels natural and authentic. When influencers like and recommend your products, their followers are more likely to have a positive attitude towards your brand.
This strategy fits perfectly KOCs, they get to decide if and how they promote it to their audience.
#3 Organize contests
Contests are a fun way to build excitement around your brand. You team up with influencers to offer their followers a chance to win your products. This not only generates buzz but also encourages more people to follow both the influencer and your brand. It’s a simple way to increase visibility and engagement.
HI-COM TIPS: Indicate Your Business Location when running a KOL Campaign
If what you are promoting is a place then you need to make sure the campaign followers reach your destination.
With this in mind, the campaign of the influencer better includes the exact location of the promoted destination, the best ways to reach it, and the best features of the destination that will bring value to the audience’s life (special experiences, great deals, new products or services).
Apps like Douyin and RED allow KOLs to pin down the location they talk about. When a follower clicks on that link, more information could be available about the spot.
Most of the information could be described in the KOL post, but it is best not to overdo the business side as it could make a post very commercial and not too attractive.
Top Chinese Apps for KOL Marketing in Different Industries
In 2024, the TOP Industries that work the best with KOLs, meaning that recommendation-based marketing is the most effective in those product categories, are Food (54.7%), Apparel Shoes & Bags (48.5%), and Tourist attractions/Travel (37.8%).
Most Popular Platforms and Apps for Chinese KOL /Influencer Marketing :
WeChat is more than just a messaging app; it’s a key player in China’s digital world. It has a penetration rate of KOLs among active internet users of 69% (according to Statista in March 2024). Influencers use it to create official accounts and share content directly with their followers. Brands and influencers often collaborate through WeChat Moments, enabling them to reach a vast audience.
Douyin (TikTok in China)
Douyin, known for its short video format, is a mecca for influencer marketing. It’s right behind WeChat in terms of the penetration rate of influencers on its platforms with 55% (Statista, March 2024). Brands partner with influencers to create engaging videos that capture the attention of Douyin’s young, active users.
Little Red Book (Xiaohongshu)
This app is popular among millennials and Generation Z in China, as it combines social media with e-commerce. Little Red Book influencers share product reviews, fashion tips, and lifestyle content while allowing users to easily purchase featured items. Being the closest to Instagram in the West, it is the “go-to platform” for Lifestyle influence.
Weibo is China’s version of Twitter, where trends and discussions take place in real-time. It’s an ideal platform for brands wishing to collaborate with influencers, enabling them to penetrate the Chinese market and increase their visibility by joining the ongoing conversations. KOLs’ penetration rate among the platform is 35.4%.
Taobao Live
Taobao Live combines live broadcasting and online shopping. As it’s happening on the same platform the purchase is made, it’s easier to redirect the viewer! Influencers showcase products in real time, interact with viewers, and encourage immediate purchases, offering a new and interactive shopping experience.
Platforms Recommendations by Industry for KOL Marketing in China:
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FMCGG or Lifestyle/Everyday goods
Definitely Xiaohongshu aka Little Red Book for all the inspiration, and E-commerce platforms such as Taobao Live that shows you a very large amount of everyday life products, reviews and use.
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Beauty
Xiaohongshu dominates, with mainly young, female users. Weibo is good for sharing beauty-lifestyle content, and Bilibili is sought out for tutorials.
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Food & Beverage
Douyin is hugely popular for sharing recipes and food challenges. Weibo and Bilibili go more in-depth.
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Sport
Bilibili is actively investing in increasing its sports credentials, while Douyin and Keep maintain user-driven popularity.
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Education
WeChat is popular for its long-form content, while Weibo and Xiaohongshu are more about sharing tips as part of a community.
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Parenting
Xiaohongshu is more product-centric, showing parents products that might help them raise their children, while Weibo is more lifestyle and community-centric.
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Travel
Xiaohongshu, Weibo, and Dianping give on-the-fly recommendations to people based on location.
But to go further: it is important to understand the social media landscape of the traveling industry in China. Unlike the west, Chinese tourists have dozens of sources to rely on when traveling.
Xiaohongshu (RED/Little Red Book): before traveling
This app is mostly used by Millennials and Gen Z women from top-tier cities in China. Red’s main purpose is review and recommendations. Started as cosmetics and skin care cross-border app, today Red is one of the top apps for all kinds of advice giving including travel.
Brands use Red to cooperate with Chinese KOL on a “organic” level, where the advertising is not too obvious. Red provides a “brand station” type of account where brands do not sell anything, but have a brand information page with latest updates and videos.
Qunar Blog: While traveling
When people are on a go at the destination, and want a little extra advice, they go to 2 main platforms: Qunar and Dianping.
Qunar is one of the very first Chinese travel ticket booking engine and travel blog. One of the differentiating points of Qunar are the running comments lines on featured image of the post. Qunar is easy to use, and popular among
TIPS to find the right Chinese KOL for you
How to choose a Chinese KOL/ Influencer
- Know your audience: Make sure the trusted rep’s following matches your target market.
- Set clear goals: Decide what you want to achieve, such as brand awareness or sales, and choose key informants who can help you reach those goals.
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Then research the KOLs :
- Focus on authenticity: Choose expert consultants who create authentic content that web users trust.
- Check engagement: Look at likes, comments and shares to find KOLs with active, engaged audiences.
- Examine content quality: Make sure KOL content is visually appealing and well-crafted.
- Align with your brand: Choose consultants whose values and image match your brand message.
- Consider multi-platform reach: Look for consultants who are active on multiple platforms to benefit from greater visibility.
- Communicate clearly: Agree on the terms of the collaboration, including content, timing and payment.
- Choose the right partnership duration: Decide whether you need a short-term boost or a long-term partnership for ongoing impact.
‼️ Avoid these common mistakes
Set Clear Goals and Communicate them Clearly to avoid any confusion.
Choose the Right Influencer: It is determining that the KOL’s audience and values match well with your brand.
Give Creative Freedom: Let KOLs be creative while guiding them to ensure the content stays true to your brand.
Plan Thoughtfully a connection with your target audience that fits the cultural context.
Keep up with the latest platform regulations to avoid any hiccups during your campaign.
Be Ready for the Aftermath: Prepare to handle the increased attention and customer service needs once your campaign wraps up.
Measuring the success of your Campaign
To measure the success of your KOL campaign, start by monitoring its reach, focusing on how many people see your sponsored posts compared to regular content and whether this leads to an increase in brand followers. Next, track engagement by analyzing likes, comments, shares, and other interactions to gauge audience interest. Finally, assess conversions by measuring the sales generated from the campaign, using platform tools like those on Douyin and XiaoHongShu to track sales within their ecosystems.
How much does a Chinese KOL / Influencer Campaign cost?
The cost of a KOL or influencer campaign in China can vary considerably depending on several factors.
These include the type and price of the product you’re promoting, the size and objectives of your campaign, the audience you’re targeting, and your overall budget. The cost can also be influenced by whether you’re focusing on a specific city, the type of content you want (such as videos or blog posts), and, of course, the influencer’s level of influence, number of followers, engagement rate, and relevance to your industry.
⭐️ TOP KOLs for FMCGG or Lifestyle/Everyday goods
#1 – Chinese KOL Everyday Vlogs – 林怡伦
Name: 林怡伦
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 3.86 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#2 – Influencer Lifestyle – 王七叶
Name: 王七叶
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.86 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#3 – Chinese KOL Xiaohongshu – Papi酱
Name: Papi酱
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 5.4 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
⭐️ TOP KOLs for Travel
#1 – Chinese Travel KOL Winnie文
Name: Winnie文
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 6.33 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#2 – Travel with 氧化菊
Name: 氧化菊
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 4.08 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#3 – Chinese KOL 房琪kiki
Name: 房琪kiki
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 3.31 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
⭐️ TOP KOLs for Beauty
#1 – Chinese Beauty KOL 易梦玲 yimoney
Name: 易梦玲 yimoney
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 4.47 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#2 – Beauty KOL 李佳琦Austin
Name: 李佳琦Austin
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 11.1 million followers
Link to her profile: here.
Sneak peek of his account ⬇️
#3 – Chinese KOL 垫底辣孩
Name: 垫底辣孩
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.32 million followers
Link to her profile: here.
Sneak peek of his account ⬇️
⭐️ TOP KOLs for Food & Beverage
#1 – -肥猪猪的日常
Name: 肥猪猪的日常
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.47 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#2 – Foreign KOL in China 铁蛋儿Tyler
Name:铁蛋儿Tyler
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.22 million followers
Link to her profile: here.
Sneak peek of his account ⬇️
#3 – Chinese KOL: 培根日记
Name: 培根日记
Platform: Douyin (Tiktok For China)
Followers: 63.4 million followers
Link to her profile: here.
Sneak peek of his account ⬇️
⭐️ TOP KOLs for Sport
#1 – 帕梅拉Pamela Reif
Name: Pamela Reif
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 11.7 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#2 – Chinese KOL 刘耕宏
Name: 刘耕宏
Platform: Douyin (Tiktok For China)
Followers: 64.5 million followers
Link to her profile: here.
Sneak peek of his account ⬇️
#3 – 欧阳春晓Aurora
Name: Aurora
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.79 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
⭐️ TOP KOLs for Education
#1 – Chinese Education KOL 老爸评测
Name: 老爸评测
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 7.99 million followers
Link to her profile: here.
Sneak peek of his account ⬇️
#2 – 丁郑美子
Name: 丁郑美子
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 6.55 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#3 – Chinese KOL 英语雪梨老师
Name: 英语雪梨老师
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.282 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
⭐️ TOP Chinese KOLs for Parenting
#1 – 小麦
Name: 小麦
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 5.6 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#2 – 我是机灵姐
Name: 我是机灵姐
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 6.32 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
#3 – 开心好奇妈
Name: 开心好奇妈
Platform: Xiaohongshu also called Little Red Book or RED.
Followers: 2.97 million followers
Link to her profile: here.
Sneak peek of her account ⬇️
Need help with your first Chinese KOL campaign? Drop us a line!
About HI-COM:
HI-COM is a Chinese digital localization agency helping businesses enter the Chinese market without unnecessary hassle. From brand names and content localization to Chinese influencer marketing, our team will find the best solution for your business.
